Tips For Email Marketing Excellence at Christmas
As winter settles in and the magic of the holidays fills the air, the significance of Christmas can’t be overstated for businesses. Whether you run an online store, sell digital products or provide services, understanding how to make the most of the Christmas period can greatly boost your end-of-year sales.
Amidst the retail rush, the right email marketing strategy can be your ticket to standing out in a crowded inbox. Why? Because it’s direct, cost-effective and personal. Plus, the outcomes speak for themselves: more sales, increased website traffic, better customer rapport, and a fantastic setup for the January sales.
Just like Black Friday, harnessing the power of email marketing this holiday season could mean the difference between an average sales day and a record-breaking spree.
So now that you understand the importance of the Christmas season, let’s jump into how you can start running a successful email campaign and avoid some of the many pitfalls which may hinder its performance.
10 Tips for an Effective Christmas Email Marketing Campaign
It is important to emphasise that a lot goes into running a successful email marketing campaign. But don’t panic because we’ve covered the most important things you must remember to run a successful campaign, regardless of your industry.
1) Begin with a Bang: The Early Teaser Campaign
Create anticipation with a “sneak peek” series revealing bits of your Christmas offers. It’s like the trailer to a blockbuster movie; you want to give just enough to get them marking their calendars. Make it the best you can because getting this wrong could mean your audience loses interest in the upcoming sales.
2) Personalisation is Key
Addressing customers by name is just the beginning. Use data to tailor offers based on past purchases or browsing behaviour. Remember, in the world of email marketing, one size does not fit all. Fortunately, this is easier to do with the help of AI, which can scan through your database of buyers and their information to ensure that your emails are as personal as they can be without you having to draft them yourself.
3) Craft an Irresistible Subject Line
Your subject line is the gatekeeper. It decides whether your email gets attention or is deleted. Make it snappy, clear and too tempting to ignore. Today, with inbox competition fierce during the holiday season, a clever play on words or a compelling call to action can make all the difference.
4) Urgency Will Be Your Best Friend
Humans have a fear of missing out, so tap into this by using time-sensitive language. Phrases like “Hurry, limited stock!” or “Offer ends at midnight!” can spur customers into action. However, overdoing it can become apparent that you’re trying to lure readers into buying immediately, and they will think you are thinking less about them and more about yourself.
5) Segmentation Spells Success
Not all customers are created equal, so why send them the same message? Segment your list into categories such as VIPs, first-time buyers, or those with abandoned carts, and tailor the messaging accordingly. This approach can significantly increase conversion rates.
6) Mobile Optimisation is Non-negotiable
More emails are now opened on mobile devices than desktops. If your campaign isn’t optimised for mobile, you’re essentially turning away potential business. Ensure your design is responsive and that calls-to-action are easy to click on, even on the smallest screens.
7) A/B Testing Gives Insight
Use A/B testing to understand what resonates with your audience. Test different subject lines, email layouts or send times. This data is gold, helping refine your campaign for the highest engagement. We will discuss send times more in the next section. Suffice it to say that this can vary quite a bit in different countries and industries.
If you conducted A/B testing during the Black Friday sales, now is an excellent opportunity to put those findings to the test and ensure your message resonates effectively with your audiences.
8) Don’t Ignore the Power of Social Proof
Include customer reviews, testimonials or user-generated content in your emails. Social proof can reassure potential buyers that they’re making the right choice, tipping them from indecision to purchase.
9) A Clear Call-to-Action is Your Closer
Your email should have one clear objective, and your call-to-action (CTA) should reflect this. Whether it’s to “Shop Now” or “Get the Deal”, make it prominent and unambiguous. Use colours to make this message stand out from other parts of the email.
10) Follow Up Post-Purchase
The journey doesn’t end at purchase. Send a follow-up email to thank customers, suggest complementary products or offer discounts on their next purchase. It’s a great way to build loyalty and encourage repeat business.
Common Pitfalls to Avoid in Your Christmas Email Campaign
While the above tips are paving your path to success, there are some potholes you’d do well to avoid:
- Not defining your target audience can be like shooting arrows in the dark. It’s essential to know who you’re talking to for your message to resonate with them.
- Not asking permission before creating email lists isn’t just bad form; it’s also illegal in many places due to anti-spam laws. Plus, spamming random email addresses will give your brand a bad reputation.
- Not offering lead magnets can be a missed opportunity. These valuable offers, in exchange for email sign-ups, can significantly grow your list.
- Crafting a boring email is the fastest way to get ignored. Your email must be vibrant, engaging and valuable to capture attention. Add graphics or pictures of your products to make them stand out and compelling.
Timing is Everything: Best Scheduling for Your Emails
Timing can make or break your campaign. The golden hours? Studies indicate that sending emails on Tuesday, Wednesday and Thursday at 10 a.m., 2 p.m. or 8 p.m. can lead to better open rates. This is when people are most likely to check their inboxes, giving your email the best shot at being seen. But we also urge you to experiment with other times of the day.
As the holiday season approaches, remember that your email campaign can be the difference between an average sales day and a record-breaking bonanza. The tips above should help you achieve the latter.
See last year’s blog: ‘6 Pre-Christmas Marketing Hacks‘ for more tips on optimising your strategy for the most wonderful time of the year!